Emirates tops naming rights rankings
Emirates’ sponsorship of Arsenal FC is the most recognised amongst sports fans in the UK, a new study finds.
New findings from Repucom’s Sponsorlink study has found that amongst people attending sports events in the UK, 88 percent are aware that Emirates own the naming rights to Arsenal’s home stadium. Awareness of Arsenal’s shirt sponsorship deal with the Dubai based airline was also the highest of all Premier League clubs with 62 percent of people being aware of the partnership.
Charlie Dundas, managing director UK and Ireland Repucom, said: “Emirates are seemingly reaping the benefits of their dual shirt and stadium sponsorship, currently the most recalled stadium naming rights partner of any UK sporting venue as well as most recalled shirt sponsor in the Premier League.
“Comparably, Manchester City and Etihad have adopted a similar model to Arsenal and have recorded encouraging levels of awareness in the UK as a result.
“In terms of public awareness of shirt sponsors in the Premier League, both Emirates and Etihad are ranked within the top three. Britannia’s long running dual sponsorship with Stoke City, which ended after 15 years in 2012, puts them as the third most recognised stadium naming rights holder in the Premier League, only bettered by Emirates and Etihad.
This is in spite of the fact that they rank 33rd in 'followership' among English clubs. Clubs which change the name of their stadium like Leicester City may find that it takes time to secure recognition of the new name.
Manchester United have recently reiterated that they will never sell the naming rights to Old Trafford, while Chelsea's home remains Stamford Bridge. However, such deals can be lucrative, even outside the Premiership. Derby County recently secured a ten year deal worth £7m for renaming Pride Park the iPro Stadium.